Three things struck us as interesting. Here was a company with the most customer-centric culture we'd ever seen, a talent for innovation and a humble approach to business. By listening and observing, they understand people's unmet needs, then create products that fit perfectly into their lives. This consistent ability to achieve great things in a modest way was our inspiration for the positioning - 'quietly brilliant'.

Next we needed an identity that expressed HTC’s personality. We looked at the competition, and rejected category clichés of glossy lifestyle photography and lofty emotional claims to develop an identity system based on... doodling. This came from the insight that - from the Mini to the Gherkin - many of the life's most brilliant things begin as a humble sketch on the back of a napkin. We defined a tone of voice for the brand that allowed us to explain complicated technology in a simple, human, lighthearted way.

We have been working with HTC's management team to embed the new brand across the business. We have developed tools and processes to ensure consistency - comprehensive guidelines, an online brand site, and creative review workshops. We have also engaged employees at every level through brand launch workshops and a wide range of launch applications.

Now, with a multimillion global launch campaign about to break, HTC are ready to tell their quietly brilliant story to the world and build their global brand. It’s going to be an exciting journey.